Consumer Behaviour
Understanding Consumers in a Digital Landscape
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Beschreibung
Understand consumer behaviour in a digitalized and competitive business landscape with this engaging, practical textbook.
With this textbook, students will learn the concepts, theories and processes of consumer behaviour and how to apply them in a digitalized and competitive business landscape.
Consumer Behaviour combines theoretical underpinnings with real-world practice to provide comprehensive, up-to-date coverage of the subject. It starts with an exploration of how consumer behaviour has evolved with the impact of technology, personalization and sustainability on perception and decision-making. Students will then learn about the psychological and social dynamics of consumer behaviour and the scientific foundations of learning and memory in brand engagement.
Supported by international examples throughout, the textbook examines the role of AR/VR in retail experiences, the power of online communities and voice commerce, as well as the importance of good UX design. Crucially, it also delves into ethical considerations of the digital consumer landscape, including privacy and data concerns. Consumer Behaviour includes in-text learning features such as learning outcomes, key terms, a glossary and exercise questions to help develop critical thinking. It is supported by online resources of PowerPoint slides, videos and essay questions.
This textbook is ideal for postgraduate students taking modules on Consumer Behaviour as part of their Marketing degrees.
Presents essential topics of consumer behaviour through a digital lens, including psychological and social dynamics and building brand loyalty
Provides up-to-date explorations of online communities, using AR/VR in the shopping experience and how to address ethical concerns in the digital consumer landscape
Supported by pedagogical features such as learning outcomes, key terms boxes, exercise questions and a glossary
Online resources: PowerPoint slides, videos and essay questions
Autor*in
Jean-Eric Pelet
Jean-Eric Pelet is Assistant professor at École de Management Léonard de Vinci (The Leonardo de Vinci Business School), Paris, France. He leads the Consumer Behaviour teaching at Masters level at EMLV, and is a visiting professor both in France and abroad in England, Switzerland and Thaïland.
Themen in »Consumer Behaviour«
Consumer behaviours consumer research retail customers online communities customer decision making digital consumers consumer culture brand loyalties persuading customers customer journeys